TikTok has develop into the go-to platform for manufacturers trying to let unfastened and join with their viewers in an genuine and enjoyable manner. From leaping on meme bandwagons to pulling again the curtain on firm tradition, TikTok provides countless alternatives for inventive expression.
However for B2B firms, the thought of getting playful on social media may be daunting. In spite of everything, there is a wonderful line between being relatable and compromising your model’s integrity. Nevertheless, the B2B manufacturers featured on this article show that not solely is it potential to strike that stability, however doing so generally is a game-changer to your advertising and marketing technique.
So, whether or not you are a TikTok skeptic or a die-hard fan, get able to be impressed by these firms which have cracked the code on making severe enterprise critically entertaining.
Why TikTok advertising and marketing is a game-changer for B2B firms
Whereas TikTok might not seem to be an apparent selection for B2B advertising and marketing at first look, this platform presents a singular alternative for companies to attach with their viewers in a extra genuine and relatable manner.
This is why constructing a TikTok presence needs to be on the radar of B2B companies:
Attain a youthful, decision-making viewers
As youthful generations transfer into decision-making roles inside firms and develop into B2B consumers (the oldest of Gen Z is popping 27 this yr), B2B manufacturers should meet them the place they’re.
As youthful generations transfer into decision-making roles inside firms and develop into B2B consumers (the oldest of Gen Z is popping 27 this yr), B2B manufacturers should meet them the place they’re. Additionally, analysis reveals {that a} first rate portion of the viewers on TikTok is definitely millennials – 21.7% of its US consumer base to be precise.
With over 1 billion lively month-to-month customers, TikTok is the place a good portion of this demographic spends their time. By establishing a presence on the platform, you can begin constructing model recognition and belief with this influential viewers.
Humanize your model
TikTok’s casual and inventive nature permits B2B firms to showcase their character and values in a real and relatable manner whereas holding their model voice.
Pulling again the curtain in your firm tradition, sharing worker tales, and taking part in enjoyable challenges, can create a deep and highly effective connection along with your viewers.
Exhibit your experience
Whereas TikTok is thought for its entertaining content material, it is also a platform the place customers go to be taught and be impressed. As a B2B firm, you could have a wealth of information and insights to share along with your viewers.
By creating instructional content material that addresses your viewers’s ache factors and showcases your distinctive perspective, you’ll be able to set up your model as a thought chief in your trade.
Drive engagement and (probably) conversions
TikTok’s algorithm is designed to floor content material customers are almost definitely to have interaction with, whatever the account’s follower depend.
Which means that even when you’re simply beginning out on the platform, your content material can attain a wider viewers if it resonates with viewers. Whereas TikTok isn’t the ultimate vacation spot for any enterprise proprietor making a call on their B2B partnerships, it’s a fantastic place to kick off model consciousness and get your organization in the proper areas.
The everyday B2B advertising and marketing technique is likely to be buttoned up, however a minimum of that is TikTok, not LinkedIn. By embracing the platform’s inventive and genuine nature, you’ll be able to stand out in a crowded market and construct lasting relationships along with your viewers.
8 B2B TikTok examples to encourage your subsequent video
Bounce on TikTok tendencies and challenges
TikTok is thought for its viral sounds, tendencies, and challenges. Whereas it might appear daunting for B2B firms to include these into their content material, it is not unattainable. The secret’s creatively adapting the tendencies to suit your model’s area of interest and viewers.
Semrush is a veteran at incorporating TikTok’s fast-paced pattern cycle into their social media advertising and marketing technique, with a number of viral movies beneath their belts. Their social media supervisor (and the broader advertising and marketing crew) actually understands adapt massive tendencies for his or her business-oriented viewers.
@semrush Digital Entrepreneurs 🫱🏻🫲🏼 Protecting the division afloat #digitalmarketing #marketingdigital #digitalmarketingagency #marketingteam #officememes
Their movies are humorous and tongue-in-cheek whereas staying enterprise informal and related to the model.
@semrush One other painful look ahead to digital entrepreneurs on the market 💸💸 #marketingintern #digitalmarketing #zoomcall #marketingteam #promoting
Encourage user-generated content material
Partnering with TikTok creators and the folks in your B2B viewers on UGC (user-generated content material) who align along with your model may help you increase credibility, reward model ambassadors, and attain audiences past your individual.
Search for creators who both use your product/service or would enchantment to your goal demographic to function in your TikTok and pull them into an ambassadorship program.
Notion (which is extra of a B2B-B2C hybrid) works with creators known as Notion Companions who spotlight the product continuously of their TikToks. On this one, @graphicsbychelle highlights how she makes use of Notion to maintain up along with her targets.
@graphicsbychelle Replying to @Niki Riat Me 🤝🏽 @Notion (since like 2017) #wfhlife #notion #notionpartner #notionnewyear #digitalplanning
This technique works to unfold the gospel of Notion to every Companion’s viewers (as a result of there’s no TikTok Collaboration function…but). TikTok customers are sensible and might scent advertising and marketing from a mile away, however so long as the content material is sincere and helpful, it is going to work.
Showcase new choices and updates
As a B2B firm, you are probably always enhancing your services. Use TikTok to spotlight even the smallest function updates or product releases. Create partaking movies that exhibit how these additions profit your customers.
Notion does this rather well, spotlighting function releases with easy movies of somebody’s display screen exhibiting the most recent replace.
@notionhq New profile, who dis? Now you’ll be able to customise your Notion template gallery profile — showcase templates & handle it multi functional place 🪭 #notion #notionapp #templates
In contrast to typical releases, they strike a stability between exhibiting off the function whereas holding the tone casual and pleasant.
Shopify additionally took an identical method on this viral function roundup video, holding the business-casual tone and enjoyable enhancing whereas nonetheless conveying all of the vital info.
@shopify new issues from Shopify ✨
Spotlight distinctive use instances
Your services or products probably has quite a lot of use instances. Showcase product demos to your viewers, from hacks to tutorials. This may help broaden your attain to your new viewers stuffed with potential clients.
On this TikTok, Notion reveals the totally different shortcuts one can use to benefit from their Notion Calendar instrument.
@notionhq Have you ever tried Notion Calendar but? Listed below are 5 shortcuts for extra environment friendly navigation 🗺️📆 #notion #notiontok #notionapp #notioncalendar #productiveness
♬ love music (hesitations) (sped up) – Lofuu & Shiloh Dynasty & dprk
Or you possibly can take the Zapier method and spotlight so many various ways in which you attain 60 movies (and counting).
@zapier Use this Zapier automation to ship personalised gross sales emails to your leads! #ai #chatgpt #openai #workflow #nocode #automation #zapiertips #zapier #airtable #gmail
Repurpose content material from different channels
Maximize your advertising and marketing efforts by repurposing clips out of your different advertising and marketing channels for TikTok. This might embody snippets from podcasts, occasion highlights, or webinars. Edit the content material to go well with the short-form video model TikTok audiences count on.
Dropbox is a good instance of repurposing finished proper. Their social crew posts all their short-form video throughout their totally different social media platforms – together with TikTok. This one did notably nicely on each Instagram and TikTok.
@dropbox Day within the life at Sundance Movie Pageant with Dropbox 🎞️ #sundance
That is the bottom effort strategy to stretch that video that took you three hours to complete and make it give you the results you want.
Begin a content material sequence
Making a recurring video content material sequence is one efficient strategy to construct a loyal following on TikTok – and pad out your social media technique. A sequence gives your viewers with a way of familiarity and anticipation, encouraging them to have interaction along with your model commonly.
ClickUp’s skits on the totally different roles you would possibly encounter on Product groups is a success that brings them constant virality.
@clickup They’re speaking however not saying something #projectmanager #company #corporatelife #9to5 #supervisor #administration #management
@clickup The SCRUM MASTER #scrum #projectmanager #company #corporatelife #9to5
HubSpot’s social media supervisor can be working a day-in-the-life sequence that pokes enjoyable at how folks within the position are anticipated to tackle a number of roles without delay.
@hubspot don’t overlook written, directed, and produced by yours really #marketinggirlies #marketinghumor #marketingmemes #socialmediamarketing
Showcase buyer creations
In case your services or products allows customers to create one thing, take into account that includes their work in your TikTok (with permission). This user-generated content material gives social proof whereas additionally giving your clients publicity.
Adobe works with creators who use their merchandise to indicate off attention-grabbing initiatives and shares their movies to the Adobe TikTok.
On this one, they accomplice with @katyaross, a graphic designer, to indicate a timelapse of her workflow in Adobe Illustrator.
@adobe We’d like an element 2! 🦝 😍 What do you suppose @katya.ross ought to make subsequent? #AdobeIllustrator #AfterEffects
Characteristic your audience
Make your clients really feel valued by spotlighting them in your TikTok – this publicity is very worthwhile to entrepreneurs and small enterprise homeowners. You may additionally function thought leaders or influencers in your trade that your viewers would know. This helps humanize your model and builds credibility.
Sq. runs an attention-grabbing sequence by which the proprietor of a restaurant does road interviews. On this one, the restauranteur asks people what they might rename his restaurant (Hen Hearth), resulting in some hilarious responses.
@sq. POV: you’re answerable for rebranding @Hen Hearth #SquarePartner #Orlando #SmallBusinessTips
You don’t must take to the streets, however that is an attention-grabbing various to easily taking clips out of your podcast or newest convention and posting to TikTok – though that works nice too, as Adobe reveals.
@adobe Branding is greater than a emblem– it is a strategy to join along with your clients on a private degree. CEO of Common Motors Mary Barra sat down with our CEO Shantanu Narayen at #AdobeSummit to debate how GM’s distinct identities are driving model loyalty.
Embrace TikTok’s enjoyable and informal nature
Whereas B2B firms usually have a severe tone, TikTok is a platform the place manufacturers can let their hair down and showcase the model’s character.
Embrace the app’s lighthearted and inventive spirit to construct an enticing model presence as a part of your content material technique. With the proper TikTok technique, the platform can develop into a robust instrument in your B2B advertising and marketing arsenal.
For extra tips about utilizing TikTok for enterprise, try this text.